Besides distributing top cycling and sporting brands like Pinarello, Rudy Project, SIDI and High5 in South Africa, ASG also own and stage some of the country’s leading cycle races – among them the Bestmed Tour of Good Hope.

Through ASG International, they own custom cycling clothing brand F-tech and global bike transportation solution Scicon, which is distributed in more than 60 countries.

In addition to Dannhauser, the ASG executive management team include Steyn du Plessis (ASG Sport), Wynand de Villiers (ASG Events) and Massimo Fantin, who directs ASG International from its headquarters in Bassano.

SAED managing director David Pimstein said ASG had developed strong relationships with international distributors and provided a full and differentiated distribution solution.

“They are however not just distributors, but brand owners with an exciting vision to grow their business in Italy, South Africa and globally.”

Pimstein said the combination of capital, experience in designing and manufacturing premium consumer goods and a dynamic team would take the business to the next level.

“We look forward to partnering with this passionate company for many years to come.”

Dannhauser said the early results of the growth investment was already evident with the imminent launch of leading American mountain bike brand, Ellsworth, in South Africa.